Ad Campaigns
FreeCharge takes to role reversal in new ad campaign
MUMBAI: Indian digital payments platform FreeCharge has launched its new brand campaign called ‘#ReverseTheCharge, which reinforces the brand’s connect with youth.
The new campaign explores the youth-parent relationship with a twist by adding a flavour of role reversal. The pan India TVC campaign will cover 30+ channels on national television spanning major Hindi GECs and English channels. The campaign will leverage both offline and online platforms to reach out to the target audience.
Created by Lowe Lintas, the campaign resonates with the youth of today who are more tech-savvy and know how to best use online platforms.
Talking about the new TVC, FreeCharg marketing head Ashish Virmani said, “FreeCharge as a brand understands youth and their needs deeply. With FreeCharge, they just don’t recharge but in a way FreeCharge helps them solve their problems smartly. With this campaign, the youth has evolved to the point where they can charge their parents for being spendthrift. This campaign will be an integrated marketing plan leveraging TV, digital and radio primarily and aims to build the already strong appeal for the brand.”
The #ReverseTheCharge campaign is targeted at the urban youth living in metros. The TVC is in Hindi and translated in other regional languages such as Tamil, Telugu and Kannada to strengthen brand awareness and penetrate deeper into the Indian market to attract new users on board.
Talking about the campaign Lowe Lintas CCO Arun Iyer said, “For the launch phase of the campaign, we had established Freecharge as a brand that frees young people of various money-related charges placed on them by their parents. In this phase, we thought we’d flip the dynamics of this relationship. The young Freecharge user is a step ahead of the game and knows how to save so well, that in addition to freeing themselves of all charges of being spendthrift, they can now in fact, go ahead and place the same charge on their parents.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
